Nike: The Nike Ad and Its Perception

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Table of Contents

Proposal
The concept of meaning transfer defined
Nike and its message
Unique Culture and Sport
Target audience and perception of an ad

Proposal

The paper aims to investigate and analyze the impact and meaning of the ad and its perception by the target audience. The meaning transfer theory will be used to evaluate the main message and aim of the ad. It is recognized that the affective state of a potential consumer has an effect on Nike brand evaluations if it is experienced at the time the internal computational procedures are activated. Essentially, the opposite is true of consumers’ states that are experienced at the time a judgment is requested. In this case, there should be no effect for consumers who have already formed their brand evaluations. Unique images and message displays also influence the meaning and perception of the Nike brand.

The concept of meaning transfer defined

The theory of “meaning transfer” states that message of every advertisement is based on unique issues and perception of the image and message. In this ad, effect and perception play an important role in consumers’ reactions to Nike and its products. When customers see the ad, there are cognitive (especially memory) measures of meaning transfer. These measures are based on the assumption of “the more”, “the better”, although the actual factors for why this should be the case have never been articulated. On the other hand, there are also emotional measures of advertising effectiveness based on meaning transfer principles such as attitude toward the brand, attitude toward the ad, and so on.

Nike and its message

The Nike ad shows that the message transfers through cultural symbols and images such as an image of a strong sportsman. The underlying reason for this attention is clear: mood. Moreover, a wide array of issues and mood states has been employed (curiosity, happiness, desire to know more about the product, etc). In short, customers perceive the ad differently based on different situations and circumstances. In this case, the mood is important as it transfers the meaning of the ad, and its effects must be taken into account. This is particularly true for anyone interested in developing a complete image of individual responses to advertising. Buyers perceive unique cultural meaning of cowboy traditions and values associated with Nike and its culture.

In the case of Nike ad, the message of the ad is associated with creation of a special cultural environment: a healthy lifestyle. The effects of culture pose a serious challenge to information processing approaches to advertising and consumer behavior. It is possible to make a conceptual distinction between cognition and affect, thinking and feeling, and the rational and irrational sides of the message. Unique meaning poses an important and difficult challenge because information has seldom dealt with the immediate desire to purchase a product. However, there is nothing in principle that prevents an explanation of such effects in information processing terms. A special attention is given to the pronoun “you” that makes Nike’s message personalized and confidential. The importance of this strategy is to remind audience about the Nike brand and create certain associations between the picture and the company’s colors.

Unique Culture and Sport

In this case, it is important to understand the role of culture and sport usage in meaning transfer. Sport is one of the favorite leisure activities in the United States. A growing awareness of the problems related to poor health has led to increasing pressure on the citizens to follow healthy lifestyle and go in for sport. Combining this idea with the notion of hegemony, it becomes clear that “a dominant ideology” does not exist alone, but coexists with many different sport ideologies. The social and cultural environment, or everyday life as we know it, that this presupposes is never won but must constantly be struggled over. Casting and characterization are not merely about individual roles.

Target audience and perception of an ad

Special attention is given to such words s “you are running, work, disappear”. The uniqueness of this ad is that it is possible to ignore other words but read only the big ones. The message will be as follows: “when” you are running, work disappears”. The Nike ad shows that this type of “contrast effect” is extremely robust and present in every judgment. The target audience perceives this ad as a unique one that appeals to their internal needs and reflects a healthy lifestyle and good taste. The case of Nike shows that a good message helps companies to increase sales and attract new buyers while poor meaning transfer can lead to negative image and bad publicity of the company. The main characteristic of an excellent message and image is effective communication and interaction. Long-term relations can be built on strong relationships and anticipating customers’ wishes. An important new challenge is emerging about value. Through the sharing of expertise and professional consultation services, sales managers no longer need to be involved with task control and the resolution of short-term issues. They must further evolve to improve customer loyalty and value.

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Nike: The Nike Ad and Its Perception

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